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Title: Effective promotions through social media: A case of Major League Baseball teams
Authors: Kim, Jun Woo
Park, Jongchu
Pyun, Do Young
Keywords: Fan engagement
Promotion types
Social media
Facebook
Major League Baseball
Issue Date: 2017
Publisher: © PELAB-CAU (Chung-Ang University PE Lab)
Citation: KIM, J.W., PARK, J. and PYUN, D.Y., 2017. Effective promotions through social media: A case of Major League Baseball teams. Asian Journal of Physical Education and Sport Science, 5 (2), pp. 1-11.
Abstract: This study examined if the impacts of Facebook promotions on fan engagement were moderated by team performance in the Major League Baseball. Two teams showing the opposite results in the 2015 seasons were selected. Likes, Shares, and Comments were measured as indicators of fan engagement. All posts were categorised in the five promotion types. A two-way MANOVA was carried out to see if there were any differences in Facebook Likes, Shares, and Comments for differing promotion types and team performance. The results revealed that there were statistically significant interaction effects between promotion types and team performance on Likes and Shares. For player/personnel promotion and team information, the numbers of Likes and Shares were significantly higher than the other promotion types for both teams. For Likes and Shares by the two significant promotion types, Royals had significantly higher mean scores than did Phillies.
Description: This paper appears here with the permission of the publisher.
Version: Published
DOI: 10.24007/ajpess.2017.5.2.001
URI: https://dspace.lboro.ac.uk/2134/27502
Publisher Link: https://doi.org/10.24007/ajpess.2017.5.2.001
ISSN: 1598-5679
Appears in Collections:Published Articles (Sport, Exercise and Health Sciences)

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